PENGARUH BRAND AMBASSADOR JKT48 TERHADAP SIKAP DAN PERILAKU KONSUMEN SNACK KENTANG JAPOTA (SURVEI PADA FOLLOWERS INSTAGRAM @JAPOTAID)

Athaya Ramadhan, . (2025) PENGARUH BRAND AMBASSADOR JKT48 TERHADAP SIKAP DAN PERILAKU KONSUMEN SNACK KENTANG JAPOTA (SURVEI PADA FOLLOWERS INSTAGRAM @JAPOTAID). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to examine the influence of JKT48 Brand Ambassadors on consumer attitudes and behavior toward Japota potato snack products. The background of this study is the growing trend in digital marketing that increasingly utilizes public figures to influence consumer perceptions, particularly among the younger generation. This study employs a quantitative approach through a survey, specifically by distributing an online questionnaire to 113 followers of the Instagram account @japotaid. Basic linear regression was applied for data analysis. Additionally, partial t-tests and the coefficient of determination (R²) were also applied. The results showed that JKT48 Brand Ambassador significantly influenced consumer perceptions (R² = 0.823; sig. = 0.000) and consumer behavior (R² = 0.805; sig. = 0.000). This study shows that the presence of JKT48 as a brand ambassador can influence positive consumer perceptions and encourage real-world activities such as purchasing and product recommendations. This study supports the theory of Source Credibility and Social Influence Theory while providing practical contributions to local public figure-based marketing techniques.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411219] [Pembimbing: Witanti Prihatiningsih] [Penguji 1: Damayanti] [Penguji 2: Siti Maryam]
Uncontrolled Keywords: Keywords: Brand Ambassador, JKT48, Consumer Attitude, Consumer Behavior, Japota
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: ATHAYA RAMADHAN
Date Deposited: 29 Aug 2025 02:35
Last Modified: 29 Aug 2025 02:35
URI: http://repository.upnvj.ac.id/id/eprint/38725

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